Exercises to Chapter 2 “The Evolution of Public Relations”
I) Choose the one alternative that best completes the statement or answers the question.
Although public relations has roots that extend back to Babylon, Greece, and Rome, it is primarily a phenomenon of the
a) seventeenth century b) eighteenth century c) nineteenth century d) twentieth century
The word “propaganda” dates back to
a) the Crusades b) the Republic of Venice c) Pope Gregory XV in the seventeenth century d) the American Revolution e) World War I
3) From a historical standpoint, which one of the following is NOT one of the three principal functions of public relations?
a) counseling b) two-way communication c) publicity d) press agentry
The term “hyping” is primarily associated with
a) product publicity b) press agentry c) counseling d) special events planning e) all of the above
Press agentry is primarily associated with
a) the promotion of celebrities and entertainers b) corporate media relations c) the promotion of consumer goods d) civic celebrations e) all of the above
The great American showman of the nineteenth century was
a) Buffalo Bill b) Clyde Bailey c) Amos Kendall d) P.T. Barnum e) Richard E. “Tody” Hamilton
7) A “pseudoevent” can best be described as
a) an event staged for the primary purpose of being reported b) a psychic event c) hype d) the grand opening of a shopping mall e) press agentry
An early master of staging pseudoevents was
a) Pope Urban II b) Sir Walter Raleigh c) Benjamin Sonnenberg d) P.T. Barnum e) Theodore N. Vail
P.T. Barnum can best be described as a
a) press agent b) showman c) counselor d) charlatan e) circus ringmaster
The promotion of such figures as Tom Thumb and Jenny Lind was based, in large part, on first inviting key opinion leaders to their performances. In public relations, this technique is called
a) hype b) press agentry c) third-party endorsement d) positioning e) publicity
During the American Revolution, a good example of a staged event was
a) the Boston Tea Party b) the Boston Massacre c) Lexington’s “shot heard around the world” d) Paul Revere’s ride e) the publication of Tom Paine’s Common Sense
The first presidential press secretary was probably
Jody Powell b) Larry Speakes c) Benjamin Franklin d) Amos Kendall e) Pierre Salinger
Which American presidential candidate made the first attempt to gain broad-based support for his election?
a) Thomas Jefferson b) Andrew Jackson c) William McKinley d) Theodore Roosevelt e) Harry Truman
The first publicity firm, organized in Boston with Harvard College as its most prestigious client, was
a) Hill & Knowlton b) Parker & Lee c) Burson-Marsteller d) the Publicity Bureau e) Carl Byoir & Associates
Which company hired painters and photographers to promote tourism in the American Southwest?
a) Southern Pacific Railroad b) Santa Fe Railroad c) Burlington Railroad d) Homestake Mining Company e) Levi Strauss & Company
The “bill stuffer”, commonly found in today’s utility company bills, was first used by
a) Samuel Insull of Chicago Edison Company b) Arthur Page of AT&T c) Pendleton Dudley of New York Edison Co. d) George Parker of Baltimore Electric Co. e) James D. Ellsworth of Cleveland Water Co.
The use of races by automobile companies to generate publicity for their products was originally the idea of
a) Walter Chrysler b) Henry Ford c) Alfred P. Sloan d) the Dodge brothers e) Andre Porsche
The first president to make extensive use of press conferences was
a) Andrew Johnson b) Theodore Roosevelt c) Franklin Roosevelt d) Harry Truman e) John Kennedy
All of the following were pioneers in the field of public relations EXCEPT
a) Rex Harlow b) Arthur W. Page c) Paul W. Garrett d) Upton Sinclair e) Leone Baxter
Which public relations pioneer issued a “declaration of principles” that set the standard for public relations to keep the public informed and to provide accurate information to the news media?
a) Ivy Lee b) Edward L. Bernays c) Arthur W. Page d) Elmer Davis e) Theodore N. Vail
The first public relations counselor was
a) George F. Parker b) William Wolf Smith c) Edward L. Bernays d) Ivy Lee e) Amos Kendall
Which public relations counselor was a primary adviser to the Rockefeller family?
a) George F. Parker b) Hamilton Wright c) Edward L. Bernays d) Ivy Lee e) T.J. Ross
The person in charge of the U.S. governmental information effort during World War I was
a) George Creel b) Carl Byoir c) Guy Stanton Ford d) Edward L. Bernays e) Ivy Lee
After World War I, Walter Lippman wrote the first major book on the effectiveness of persuasion techniques. It was called
a) Effective Public Relations b) Winning the Public c) Public Opinion d) Crystallizing Public Opinion e) Publicity and Progress
The head of the Office of War Information (OWI) during World War II was
a) George Creel b) Elmer Davis c) Paul W. Garrett d) Edward L. Bernays e) Walter Lippman
The forerunner of today’s United States Information Agency (USIA) was the
a) Creel committee b) Office of War Information c) Voice of America d) U.S. Signal Corps e) Office of Strategic Services (OSS)
Which person is considered the founder of modern public relations?
a) P.T. Barnum b) Ivy Lee c) Edward L. Bernays d) Elmer Davis e) Benjamin Sonnenberg
The person to coin the phrase “public relations counsel” in his/her writing was
a) Ivy Lee b) Rex Harlow c) Walter Lippman d) Edward L. Bernays e) Doris E. Fleischman
Public relations as a counseling function to corporate management first became established in the
a) 1920s b) 1930s c) 1950s d) 1960s e) 1970s
Public relations was described as the “engineering of consent” by
a) Franklin Roosevelt b) Elmer Davis c) Edward R. Murrow d) Edward L. Bernays e) Walter Lippman
Which public relations person gained a national reputation for organizing Light’s Golden Jubilee?
a) Ivy Lee b) Elmer Davis c) Edward L. Bernays d) George Westinghouse e) Benjamin Sonnenberg
Texaco Company began sponsoring the Metropolitan Opera radio broadcast every Saturday on the advice of
a) Benjamin Sonnenberg b) Ivy Lee c) Edward L. Bernays d) Earl Newsom e) Leone Baxter
The person credited with pioneering the field of political public relations and having political candidates as clients was
a) Earl Newsom b) Paul W. Garret c) Rex Harlow d) Ivy Lee e) Leone Baxter
Arthur W. Page was one of the first to advocate that public relations was a management function and that practitioners should have an active voice in management policy making. He worked for
a) General Electric b) AT&T c) IBM d) Ford Motor Company e) General Motors
Public relations has become a vital management function in many of America’s largest corporations as a result of Paul Garrett’s pioneering public relations efforts on behalf of
a) General Motors b) Chrysler Corporation c) Aluminum Company of America d) U.S. Steel e) AT&T
One indication that public relations has come of age in the latter part of the twentieth century is the number of large companies and trade organizations that now have public relations departments. The figure given in the text is
a) one out of five b) two out of five c) three out of five d) four out of five
The number of public relations firms in the United States is estimated to be more than
a) 2,000 b) 4,000 c) 6,000 d) 8,000 e) 10,000
One of the first newsletters in the field of public relations was
a) PR New b) PR Reporter c) Social Science Reporter d) Public Relations Review e) Ragan Report
All of the following are trends in public relations EXCEPT emphasis on
a) issues management b) mass, anonymous communication c) continuing education d) specialization in public relations e) quality of the environment
The publicity/public relations efforts of the Marconi Company (1910) took place in which country?
a) Germany b) England c) United States d) Italy e) Australia
A pioneer female public relations practitioner who specialized in political campaigns was
a) Doris Fleischman b) Leone Baxter c) Denny Griswold d) Dorothy Day e) Susan B. Anthony
According to Grunig and Hunt, “scientific persuasion” is the purpose of which public relations model?
a) press agentry and publicity b) public information c) two-way asymmetric d) two-way symmetric e) all of the above
A key partner in both the thinking and the work of Edward L. Bernays was
a) Doris E. Fleischman b) Benjamin Sonnenberg c) Leone Baxter d) Robert L. Dilenschneider
(Glen T. Cameron. Instructor’s Manuel / Test Bank with Transparency Masters to accompany Wilcox, Ault, Agee, Cameron. Public Relations: Strategies and Tactics. Sixth Edition. – Longman, 2000. – P. 133-143)
II) Say whether the statement is true or false.
The idea of using drama and story telling to influence people arose in the twentieth century.
Publicity techniques played a major role in luring settlers to populate the American West.
Walter Chrysler and the Dodge brothers are credited with being the first industrialists to fully understand the value of being accessible to the press.
The American Red Cross was one of the first nonprofit organizations to use publicity extensively for furthering its objectives.
Public relations people, in the latter part of the nineteenth century, got the reputation of being “muckrakers” because of their efforts to enhance the image of robber-barons.
Despite massive public relations efforts, the Rockefeller family could NOT prevent unionization of the Colorado Fuel & Iron Company.
In the Twentieth century, both world wars resulted in a tremendous increase in the amount of public relations on behalf of government.
Since the 1980-s the number of students majoring in public relations at the university level has steadily increased.
Addressing environmental issues is an important task of public relations practitioners.
Today, women outnumber men in the public relations field.
In the 1990s, mass media played an increasingly important role in the practice of public relations.
In the 1990s, there was a proliferation of specialized and special-interest publics.
(Glen T. Cameron. Instructor’s Manuel / Test Bank with Transparency Masters to accompany Wilcox, Ault, Agee, Cameron. Public Relations: Strategies and Tactics. Sixth Edition. – Longman, 2000. – P. 143-144)
Ш) Match the following definitions with the word-combinations below.
to post reports full of praise
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endeavor
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a separate part of a newspaper or magazine sold at the weekend
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dignitary
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written information sent regularly to members of an organization, containing news about events, activities etc.
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to do advance work
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someone who writes newspaper articles in which the editor gives their opinion on an issue in the news
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blatant deception
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someone whose job is to use newspapers, television etc in order to make people notice a person, organization, or product
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to send glowing accounts
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a lot of news about something on television or radio or in the newspapers
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newsletter
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something that you add to a story, broadcast, article, film etc only because you have space or time to fill
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an editorial writer
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to change the attitude that you have that makes you treat someone in a way that is unfair
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wide coverage
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someone who has an important official position
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Sunday supplement
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tricking someone done in an obvious way
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advance publicist
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to prepare a favorable public opinion for the visit of a dignitary
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filler
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an effort to do something, especially something new or difficult
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to remold biases
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planned happening that occurs primarily for the purpose of being reported
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to hype
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complicated words that are intended to make a description more attractive
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press agentry
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a comment or description that makes something seem better, worse, larger, more important etc than it really is
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to play on the credulity of the public
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an occasion when someone not involved in an agreement gives official or public support to a particular person or thing
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pseudoevent
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to officially try to settle a disagreement by considering all the facts and opinions
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flowery language
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a piece of paper that gives all the important information about something
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exaggeration
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a position usable for further advance
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third party endorsement
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to use in an unfair way people’s feeling that something is true
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foothold
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to use a lot of advertisements and other publicity to influence or interest people
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factsheet
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people whose work is to get publicity for an individual, organization, etc.
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to arbitrate
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IV) Complete the words.
Her claim that she earned only €33,000 a year strained c_______.
The election result can be seen as an e_______ of the government’s record.
We’ve had the worst rain since the Biblical flood’ well, maybe that’s a slight e_______.
The company is trying to get a f_______ in Asia.
The p_______ is still a part of today’s public relations.
H_______ is extensively used in today’s public relations.
P_______ a_______ often used e_______ and f_______ l_______ in their work.
A committee will a_______ between management and unions.
You can see live c_______ of England’s game against France.
Ideally we’d choose judges who are without political b_______.
The business was built up largely through the e_______ of his mother.
It was a b_______ attempt to influence the judges.
She received a g _______ reference from her former employer
Flowers were presented to visiting d_______.
A large team of PR practitioners was sent to cities where symphony concerts were to take place for doing a_______ work.
The society publishes a n_______ a twice a year.
The paper’s e_______ w_______ regularly gives his viewpoint of what is going on in the city.
The S_______ s_______ published the bios of the visiting ballet stars.
V) Translate the following word-combinations from Russian into English using active vocabulary.
Действие / приём; высокопоставленное лицо; предварительно создавать благоприятное общественное мнение; откровенный обман; послать восторженный отзыв; информационный бюллетень; автор передовой статьи; воскресное приложение; широкое освещение (в СМИ); выездной PR-агент; дополнение; побороть предвзятость; «раскручивать» (товар, услугу, фильм, исполнителя и т.д.); пресс-агент; играть на доверчивости людей; псевдособытие; витиеватый стиль; преувеличение; одобрение третьих лиц; урегулировать (спор); подборка фактов; прочное положение.
VI) Translate the following sentences from Russian into English using active vocabulary.
Конечно, ни один из этих приёмов не был причислен к разряду PR-деятельности, однако его цель и результат были такими же, как у современных PR-технологий.
Метод отправки команды специалистов для подготовки визита высокопоставленного лица или политика был изобретён задолго до Гарри Трумэна или Ричарда Никсона.
Ещё Иоанн Креститель прибегал к методике предварительного создания благоприятного общественного мнения для прибытия Иисуса из Назарета.
Откровенным обманом явился тот факт, что Эрик Рыжий, открыв в 1000 году нашей эры землю, представлявшую собой лёд и скалы, назвал её Гренландией (зеленой страной) с целью привлечь поселенцев.
В 1584 году, чтобы убедить колонистов переехать в Америку, сэр Уолтер Райли отправлял восторженныё отчёты об острове Роанок, который в действительности был заболоченной местностью.
Для авторов передовых статей и местных руководителей Эдвард Бёрниз создал четырёхстраничный информационный бюллетень, в который вошли фотографии, рассказы об исполнителях танцев, костюмах и композиторах.
В разделе «страницы для женщин» были напечатаны статьи о костюмах, тканях, модных фасонах; в воскресных приложениях были помещены цветные фотографии.
Его способность понять то, что нужно редактору, привела к широкому освещению события в СМИ.
Когда в национальной прессе появилась публикация о русском балете, выездные PR-агенты получили материал для освещения в местных СМИ.
Путеводитель содержал копии оригинальных страниц, биографии танцовщиков, краткие комментарии и дополнения.
Чтобы быть услышанным, Бёрниз поборол предвзятость американцев.
«Раскручивание» – продвижение фильма, телевизионных звёзд, книг, журналов и т.п. с помощью искусного использования СМИ и других каналов – становится всё более и более популярной технологией связей с общественностью.
Пресс-агенты былых времён и шоумены, которых они чаще всего представляли, играли на доверчивости людей в их жажде развлечений.
Финеас Т. Барнум, великий американский шоумен XIX века, был мастером псевдособытий – происшествий, специально спланированных, для того чтобы получить огласку.
Для создания рекламы и паблисити Барнум использовал излишне витиеватый стиль и преувеличение.
Даже в те времена Барнум знал, как важно одобрение третьих лиц.
Ли распространил подборку фактов, отражающую точку зрения бастующих, и даже сумел убедить губернатора штата Колорадо написать статью в поддержку позиции компании.
Визиты Рокфеллера к шахтёрам привели к изменению политики и расширению льгот для рабочих, но при этом компания сумела предотвратить укрепление позиций объединённого профсоюза шахтёров.
Джорж Ф. Баер, возглавлявший собственников угольных шахт, отказался разговаривать с прессой и даже с Президентом Теодором Рузвельтом, который взялся урегулировать спор.
VII) Translate the following text from English into Russian.
The empire builders of the 19th century often disdained a curious public and an inquisitive press, but this attitude soon came under fire from muckraking journalists. In 1906 Ivy Lee, a former newspaperman, became publicity adviser to a group of American anthracite coal-mine operators who had aroused the anger of the press by their haughty attitudes toward miners and the press in labor disputes. Lee persuaded the mine owners to abandon their refusal to answer questions, and he shortly sent out an announcement that the operators would supply the press with all possible information. Later that year he was retained by the Pennsylvania Railroad and brought into effect a new practice: giving the press full information about railroad accidents. In this he was forging a major ingredient of what had not yet come to be called public relations.
Government agencies began hiring publicists in Great Britain and the United States; U.S. legislation (1913) required congressional authorization to spend government funds on “publicity experts,” whereupon the experts masqueraded under such euphemisms as “director of information.” The natural affinity of government for public relations, little explored since Machiavelli, was flowering. From 1924 to 1933 in England, the Empire Marketing Board used large-scale publicity to promote trade; it has been called “the archetype of government public relations departments.” In Great Britain, as in the United States, the appointment of public relations directors by various government departments during World War II was a prelude to greatly increased postwar emphasis on public relations. Within a decade hardly an agency of any government was without its public relations staff. Perhaps more importantly, public relations had come to be recognized as indispensable to any organization subject to attention in the press and the rapidly developing broadcast media.
(“Public relations.” Encyclopaedia Britannica Online. 3 Aug. 2007. 15 Sept. 2007. <http://www.britannica.com/eb/article-9061796>).
VIII) Translate the following text from Russian into English.
После Октябрьской революции, в 20-30 годы система связей с общественностью в России переживала сложный период становления и развития. В первые послереволюционные месяцы в стране развернулась атмосфера публичности, предпринимались попытки организации участия народных масс в диалоге власти и общества. Но после разгона Учредительного собрания произошло быстрое свёртывание демократического плюрализма общественных мнений. А власть сделала ставку на террор и насилие. Наступил период «военного коммунизма» и гражданской войны, когда диктатура пролетариата трансформировалась в диктатуру одной партии. Возникла исключительно жёсткая иерархия государственной власти, аналогичная по своему характеру патриархальным деспотиям Древнего Востока, и командно-административная система управления экономикой. Однако благодаря наличию могущественных сил в области пропаганды, несмотря на террор и насилие по отношению к «врагам народа», СССР имел весьма привлекательный имидж в глазах очень многих людей, включая всемирно известных писателей, актёров и режиссёров, а также простых людей в странах западных демократий. В борьбе за массы широко использовались приёмы пропаганды и агитации, впоследствии нашедшие своё место и в арсенале ПР.
(Глава 3. СО в России с древности до наших дней. 3 Aug. 2008 )
IX) Summarize the concepts of the chapter “Evolution of Public Relations”.
Exercises to Chapter 3 “Ethics and Professionalism”
I) Choose the one alternative that best completes the statement or answers the question.
The chief stock-in-trade of a public relations person is
a) publicity b) fact gathering c) evaluating a situation d) credibility e) competence
Which one of the following organizations has the most developed enforcement process for its code of professional conduct?
a) Public Relations Society of America b) International Association of Business Communicators c) Society for Professional Journalists, SDX d) National Investor Relations Institute e) American Society of Newspaper Editors, ASNE
Probably the most important aspect of any professional code of ethics is its
a) enforcement provisions b) guidelines for professional behavior c) status as a legal document d) detailed, specific wording
The most frequent ethics complaint lodged against members of PRSA concerns what aspect of the group’s code of conduct?
a) fair dealing with clients b) organizing “front groups” for client c) conducting professional life in accordance with public interest d) adherence to truth, accuracy, and good taste e) corrupting the channels of communication
Which one of the following is NOT a hallmark of a public relations professional?
a) a sense of independence b) a sense of responding to society c) a concern for integrity of the profession d) a high loyalty to the employer of the moment e) a concern for standards of the profession
All of the following are “careerist” values EXCEPT
a) job security b) salary level c) serving the public interest d) recognition from superiors e) status in an organization
The Commission of Undergraduate Public Relations Education recommends all of the following as core courses in a public relations sequence EXCEPT
a) principles and theory b) writing and publicity techniques c) planning and evaluation research d) basic and advanced news writing e) case studies
Which of the following is a criterion for accreditation in PRSA?
a) five years’ experience in public relations practice or teaching b) sponsorship by two members c) successful completion of a one-day examination d) successful completion of an oral exam e) all of the above
(Glen T. Cameron. Instructor’s Manuel / Test Bank with Transparency Masters to accompany Wilcox, Ault, Agee, Cameron. Public Relations: Strategies and Tactics. Sixth Edition. – Longman, 2000. – P. 157-158)
II) Say whether the statement is true or false.
The PRSA code allows members to represent two competing or conflicting clients at the same time.
The PRSA code prohibits members from intentionally communicating false and misleading information.
The PRSA code says a public relations person should be prepared to reveal publicly the name of a client on whose behalf materials are distributed.
It is acceptable, under the PRSA code, for public relations personnel to accept commissions and fees from vendors such as printers who do work for clients of the public relations firm.
It is all right, according to the PRSA code, for public relations personnel to guarantee that a client will get coverage in a newspaper or trade magazine.
The Public Relations Society of America has the legal authority to prohibit an expelled member from continuing to practice public relations.
The Public Relations Society of America has the legal right to censure or reprimand anyone working in public relations.
According to the PRSA code, a member should sever his or her relationship with a client or employer if such a relationship requires conduct contrary to the code.
Advertising and newspaper professional groups have stringent codes of conduct that can result in the censure and expulsion of members.
IABC’s code of ethics requires members to get permission before using printed materials from other organizations.
IABC’s code of ethics places more emphasis on information and education about the code than actual enforcement.
Public relations is a profession like medicine or law because there are prescribed standards of educational preparation.
A public relations professional should concentrate on “how” to communicate effectively and not worry about the content of “what” is communicated.
Public relations people, like attorneys, have a societal obligation to represent a client or employer in the court of public opinion even if they disagree with the client’s point-of-view or believe the information is inaccurate.
Under current law, a person cannot use the term “public relations counselor” unless he or she is licensed.
During the past decade, abuses in public relations have caused many state officials to consider legislation for licensing practitioners.
A study group of the Public Relations Society of America have gone on record as opposing governmental licensing of public relations practitioners.
According to the PRSA code, it is unethical to provide lavish and expensive gifts to representatives of the media.
There is major public pressure to license public relations practitioners.
Hill & Knowlton, by taking the U.S. Catholic Bishops account, violated the constitutional provision for separation between church and state.
Hill & Knowlton, by representing the U.S. Catholic Bishops, violated the PRSA Code by presenting false and misleading information.
The most frequent complaint to the PRSA ethics board dealt with clients, employers, and the public.
The Video News Release Code calls for clear identification of the source for a VNR.
Accreditation from PRSA is a one time process, requiring no ongoing professional growth of accredited members.
(Glen T. Cameron. Instructor’s Manuel / Test Bank with Transparency Masters to accompany Wilcox, Ault, Agee, Cameron. Public Relations: Strategies and Tactics. Sixth Edition. – Longman, 2000. – P. 159-161)
III) Match the following definitions with the word-combinations below.
to reduce the negative effect of something, by doing something that has an opposite effect
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conscience
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someone whose job is to give journalists information that makes a politician or an organization seem as good as possible
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value system
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a set of written rules that people use to decide what is right and what is wrong
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unscrupulous
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to support best morals
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pejorative term
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the ideas and feelings you have that tell you whether something you are doing is right or wrong
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counteract
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a set of principles and beliefs that influence the behavior and way of life of a particular group
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flack
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the quality of always behaving according to the moral principles that one believes in
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purveyor of deception
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willing to do things that are unfair, dishonest, or illegal
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code of ethics
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someone providing misleading information
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personal integrity
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a word or phrase expressing criticism or a bad opinion of someone or something
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uphold the highest standards
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to do something that is in opposition to a set of principles
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to convey
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a sudden increase in number or amount
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a long-term objective
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the actions of ordinary people in a community who share the same aim and work together to achieve it
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short-term gains
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to conduct a series of actions intended to produce social change
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to spawn a counter group
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an organization which hides something illegal
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commendable practices
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to communicate ideas or feelings indirectly
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violate the code
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something that you plan to achieve, which will have an effect for a long time in the future
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proliferation
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the ways of working deserving praise
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front group
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to lead to an appearance of a number of people taking opposite actions
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to wage a campaign
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a benefit lasting for a short period of time
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grassroots movement
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IV) Complete the words.
Each person must vote according to his or her own c_______.
They have a very different s_______ of v_______ from our own.
Sakha Invest (Yakutsk) turned out to be an u_______ foundation.
In this context, the word ‘provincial’ has p_______ overtones.
Schools are taking action to c_______ bullying.
They spent millions on lobbyists and f_______ to improve their image.
DJ Dominic is a p_______ of a unique brand of music.
She had a reputation for honesty and p________ i_______.
The committee’s aim is to u_______ educational standards.
Managers are expected to comply with the company’s c_______ of conduct.
These results will enable us at least to c_______ a sense of progress.
The team has been successful in achieving challenging l_______ -t_______ o_______.
It is a policy that will bring only s_______ -t_______ g_______ to the community.
Your commitment to the cause is highly c_______.
Companies that v_______ environmental laws will be heavily fined.
The p_______ of weapons of mass destruction caused the public outcry.
Local fishermen are w_______ a c_______ to ban imported cod.
There has been a massive g_______ m_______ for reform over the last century.
His family kept a shop as a f_______ for dealing in stolen goods.
The book was a fantastic success, s_______ a hit TV series.
V) Translate the following word-combinations from Russian into English using active vocabulary.
Совесть; система ценностей; уничижительный термин; потерявшие совесть PR-профессионалы; «рекламщик»; «пиарщик»; создавать противодействие; кодекс профессиональной этики; личная честность; поддерживать профессию на самом высоком уровне; придерживаться духа этики бизнеса; долгосрочные задачи; кратковременные достижения; практические правила; нарушать кодекс; группы прикрытия; PR-кампании на низовом уровне; массовое движение; вызывать к жизни контргруппы.
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